“Smart marketers are significantly increasing investments in OTT to reflect the dramatic shift to streaming,” said Scott Rosenberg, SVP and GM, Platform Business, Roku. “By adding the ability to tie advertising performance on linear with a specific audience that advertisers can gain on OTT, we are addressing a long-standing industry challenge for OTT media planning. We believe it’s no longer a question of when advertising budgets will shift to streaming but how much.”
For cord cutters, this could mean better and more diverse ads on streaming services. According to Roku brands like Baskin Robbins and RE/MAX have already used this tool to find a better fit for their ad dollars with streaming vs traditional cable TV.
“This year’s TV upfront made one thing very clear, OTT is the new cable and powerful new video channel to reach today’s consumers,” said Michael Piner, SVP, Video and Data Drive Investments, MullenLowe. “Roku’s tool helps show us just how effective OTT is at reaching our advertisers’ valuable consumers. It gives us a detailed look behind the GRP, allowing us to identify key audiences we’re missing or over/under exposed to Linear TV ads but that can be effectively reached on their Roku devices.”
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